Typically, we give a first-insertion make-good if the error in the ad means the ad is not at all serviceable," said Jeanie Enyart, vice president for marketing and advertising at The State in Columbia, S.

James Rowley, vice president for marketing at The Arizona Daily Star and the Tucson Citizen, which are run under a joint operating agreement, said a make-good "has to be proportional to the error.

Running an ad on the wrong day would be sufficient for a make-good, he said, but ad position would not & unless the position had been guaranteed.

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